ENGIE x Converteo – Data Marketing: Adapting to technological and regulatory changes
Context
Faced with the rapid evolution of the regulatory framework (GDPR, Digital Markets Act) and technological upheavals (Universal Analytics sunset, generalization of server-side tracking, democratization of AI), Engie has had to rethink its data marketing approach in recent years.
Goal
Supporting Engie in adapting its marketing data stack and in evolving its organization to meet new regulatory requirements while unlocking high value use cases through data and AI.
Project steps
Rethinking the organization and skills
- Merging the design and data teams to strengthen collaboration.
- Training the analytics teams on advanced analytics tools such as SQL and BigQuery.
- Integrating data engineers to build a robust data architecture capable of supporting new use cases.
Implementation of a server-side architecture
- Migration to GA4 with server-side tracking in 2023 in response to CNIL requirements.
- Deployment of Conversion APIs to improve media measurement.
- Optimization of Core Web Vitals and website performance.
Leveraging raw data in the cloud
- Migration of analytics report sources to Google Cloud Platform and BigQuery.
- Integration of offline data for an omnichannel view of customer journeys.
- Adoption of DataOps practices for rapid and continuous pipeline evolution.
AI innovation
- Deployment of a "SatGPT" agent, reducing the time required to categorize and analyze customer feedback by 30%.
- Automation of dashboards and data quality monitoring systems.
- Adoption of value- and margin-based management models for media campaigns.
Résultats
Verbatim processing time reduced by 30% thanks to AI.
Pipeline performance: 2 updates per day on average over 4 years across 15 pipelines.
Optimizing Core Web Vitals: direct impact on user experience.
Improving media measurement: adopting Conversion APIs.
Increased productivity: thanks to interactive dashboards.